What makes a brand stand out? How do you differentiate yourself in today’s overcrowded market? Social media channels are overflowing with images and messages. The noise is deafening. How can a brand reach the consumer? That’s you and me. Why are we loyal to some brands and not to others? Those questions often pop up when talking to clients and reflecting on the market in general.

There is of course no easy answer. Everyone is an individual, everyone is different but what we all share as human beings is a sense of curiosity and this is something new brands can capitalize on. But beware: it’s a fine line between being secretive and exclusive. The former antagonises the latter is enticing for most of us.

It was my sense of intrigue that drew me into a conversation with The Fifth, a new concept in online retail where product and lifestyle are of equal importance. Their considered, stylish products are sold for five days only starting on the 5th of each month and you can sign up for their store password to receive exclusive access.

The rest of the time The Fifth connect, collaborate and create. Building a community of people who want to get more out of life and actively encouraging you and me to participate in their story by sharing and talking about the things that make us tick (excuse the pun).

Each month they release new products and I was lucky enough to be sent the BROOKLYN timepiece in all black which came with a second set of black suede leather straps which are easily interchangeable thanks to a spring bar mechanism. The watch is a perfect unisex size and (almost) paper thin with number five highlighted by the roman numeral V, subtle and classy and appealing to my designer eye.

So far they’ve designed two ranges called Melbourne and New York adopting elements from both of these iconic places. You can find a more minimalist and contemporary style in the Melbourne range and a clean, simple and classic style in the New York range. Both feature five different faces and beautiful Italian leather straps in subtle colours from black and white to tan, grey and peach presented in a gorgeous sturdy box reminiscent of a jewellery case.

It’s a clever concept harnessing the power of social media and people’s love of sharing to sell product but wether or not their exclusivity will put people off or continue to stir a craze remains to be seen. In any case The Fifth seem smart enough to adopt to changing market conditions so for now I’m sold and can’t wait to see what products they’re designing next.
 

 
FOLLOW THE FIFTH | The Fifth
PHOTOGRAPHY & STYLING | Annie Kruse
 

This is a sponsored post in collaboration with The Fifth. I only work with products I genuinely love and all opinions are my own.

 
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